A seamless client experience doesn’t happen by accident—it’s designed with intention. Tique’s Workflow Manager, Ashlyn Puckett, breaks down how personalized workflows are the secret to creating memorable client journeys. Whether you’re planning a multi-leg journey, a Disney vacation, or a luxury cruise, strategic personalization can make every client feel like a VIP.

The Shift in Buyer Psychology

Since 2020, client expectations have dramatically shifted. Today’s buyers are more informed, value-driven, and expect a higher level of service and personalization. Understanding how buyer psychology has evolved is the first step to designing workflows that meet modern expectations. Aligning your business practices with this shift can build trust and long-term loyalty.

For more insight, refer to Episode 115 – How Buyer Psychology Is Changing And What To Do About It.

Personalization Through Niche Workflows

One-size-fits-all doesn’t work anymore. Niche workflows allow you to tailor every interaction based on the client’s trip type — whether it’s a destination wedding, luxury cruise, or a Disney getaway. Strategic timing, personalized touchpoints, and intentional feedback loops can transform the client experience from generic to unforgettable.

Trip-Type vs. Client-Type Workflows

Not all workflows are created equal. It’s important to distinguish between client-type workflows (designed around client preferences or personality traits) and trip-type workflows (focused on the nature of the trip itself). Knowing when to apply each approach can enhance relevance, minimize overwhelm, and create a more intuitive client journey.

Audit Your Workflow for Impact

How do you know if your workflow is truly working? A quick audit helps ensure your touchpoints are aligned with your brand, goals, and client expectations. Look for gaps in the process, review client feedback, and adjust timing and messaging to maintain a consistent, high-quality experience.

Avoid These Common Workflow Mistakes

Even well-intentioned workflows can fall flat if you’re not careful. Here are a few tips to avoid the most common traps while still leveraging automation to maintain efficiency and personal connection:

• Don’t overgeneralize your clientele:
  We love a niche workflow, and highly recommend creating “client type” initial touchpoints (think language like “Let’s plan your honeymoon” for those celebrating their wedding vows). However, after the booking is confirmed, what clients really want is anticipation about their selected destination. Consider switching to destination-specific nurture emails to build excitement and deepen engagement.
  
• Automation is a game of balance:
  Automation is powerful, but if every touchpoint is a general, templated email, you miss opportunities for custom recommendations, upgrade offers, and memorable moments. For instance, at the 90-day mark before travel, you could send a reminder that it’s the last chance to upgrade to the balcony room they had been considering, and share that you confirmed it’s still available. A strong foundational template can drastically reduce composition time, but a few quick tweaks can make the interaction much more profitable and impactful.
  
• Too many touchpoints can feel stifling:
  Know your audience. If your dream client values short, straightforward communication, avoid sending lengthy, frequent emails. If they’re booking a simple getaway, they likely don’t want weekly updates. Pay attention to how often your clients want to hear from you, and tailor your communication style and frequency accordingly.

Ready to take personalization to the next level?
Check out the Tique Communication Templates to get started!